Integrated Contact Center (Final)

Integrated contact center experience – Self Service

Creation

Example from CUNA Mutual

Future

2

Customers generally hate IVR self-service….

(Video Clip)

3

26%

42%

76%

20%

29%

76%

24%

33%

78%

13% 10%

65%

Under 45yr 45-55yr 55-65yr 65+

IVR Web Agent

Source: “Policyowner Self-Service – A Delicate Balance”, LIMRA International, 2006; Diamond Analysis

21%

29%

74%

Overall

4

Sometimes, humans are no better either…

(Audio Clip)

5

700,000+ hits in 12 hours for his blog entry

Insignificant Thoughts…NBC Interview about his ordeal…

6

The New York Times feature him on print…

Nicholas Graham, Executive Vice President of AOL Corporate

Communications

7

Don’t have your channels in silos

Get the right balance

Don’t over step the boundary

Don’t under-estimate the power of the new

media

8

Contact channels Distribution channels

Customer Life-cycle Stages Products

Research

Service

Renew Purchase

9

Rev

enu

e B

ene

fit

Rea

liza

tio

n

Operating Efficiency Realization

Sources: Diamond Analysis

10

Stage 1:Channel Fragmentation

Stage 2:Point-to Point Integration

Stage 3:Rationalization & Consolidation

Stage 4:Integrated Contact Management

1

Show ROI

2

Integrat

e3

Measur

e

4

Promot

e

Insurance and Financial Services for Credit Unions, their members, and their employees. 8900 US Credit Unions. Number declining, asset size increasing.

Core Products – Fidelity Bond, Corporate P&C, Individual Life & Disability, Employee Benefits & Retirement, Brokerage Services and Mutual Funds

Established 1935 in Madison, WI 4500 Employees

Madison, WI – Corporate HQ

Waverly, IA

Fort Worth, TX

$2.6B Revenue – 95% US, with growing operations in Canada, Australia, China, Europe, and Caribbean

12

2007 – In year 2 of a 3 year corporate transformation initiative. Old Model – Internal Driven –> Result: 37 Contact Centers, 70+

published 800 numbers, 15 web sites. New Model – Customer Driven-> Result: One “Customer Operations”

organization, 3 sites. Contact Centers: 7M Calls annually, 600 contact center agents.

80% Consumer, 20% B2B 90% Customer Service, 10% Sales Moving to standard platform – Avaya, NICE, IEX Objective: Create Economic Benefit – Fix root cause issues, move

calls to self-service, reduce AHT, improve agent availability and productivity.

13

Strategic Discussion – The right timing? Strategic Dependencies Ownership Issues

Focus shift - Opportunities to Improve Improve Customer Experience Reduce Expenses

First Phase: Oct – Dec 2006. With Diamond Consulting ID Opportunities -> 35 Opportunities Identified Implementation Roadmap –> 5 releases over 2 years Costs and Benefits ->NPV of cumulative project cash flows =

120% of investment over 5 year period

Show ROIShow ROI

14

Tot

al C

ost

Transaction Volume

Self Service

Call Center

Minimum volume for break even

A Game of Scale

Usage Assumptions -> ROI Terminal Usage Growth Rate Defection Success Ratio Scale-Loss Adjustment

Show ROIShow ROI

15

Value Drivers & Examples • Call Deflection - primary

• Call Elimination

• AHT Reduction

Selecting Channels• Lower Cost

• Table Stakes First (Web and IVR)

Selecting Transactions• Higher Volume

• Lower Complexity

Build for Usability• Use Real Customers

• Use Real Usability Professionals

IntegrateIntegrate

16

Additional Operating Costs In call center

Higher AHT Lower FCR Higher Skilled Agents

In Self Service Monitor & Report Promotion Continuous Improvement Maintenance

IntegrateIntegrate

17

Preferred method – Measure transaction volume by channel Requires cross-channel tracking at a call type level We are not there yet!

Proxy methods Measure call reductions from a baseline

Requires a very stable and predictable baseline

Measure actual self-service usage and infer call deflections Get stakeholder signoff on deflection success rate assumptions up-front

To claim benefits Integrate measures with budget reductions Integrate self-service measures with Workforce Management

MeasureMeasure

18

Channel: Web

Implemented: May 07

Call Volume: 80,000/yr

Terminal deflection target: 7%

Ramp-up period: 6 months

Promotion: By Agent and Notification Letters

0

200

400

600

800

1000

1200

1400

May Jun Jul Aug Sep Oct

Target Actual

Collateral Protection - Insurance Verification

PromotePromote

19

Directory Assistance – Call flow Improvements & Dial-by-Name

0

500

1000

1500

2000

2500

3000

3500

4000

4500

May Jun Jul Aug Sep

Target Actual

Channel: IVR

Implemented: May 07

Call Volume: 270,000/yr

Terminal deflection target: 15%

Ramp-up period: 3 months

Promotion: Call Flow Usability

PromotePromote

20

Life Insurance Products – Coverage Questions

0

500

1000

1500

2000

2500

3000

May Jun Jul Aug Sep

Target Actual

Channel: Web – FAQ and Contact Info Changes

Implemented: May 07

Call Volume: 280,000/yr

Terminal deflection target: 12%

Ramp-up period: 6 months

Promotion: None

PromotePromote

21

Agent-Assisted IVR

Virtual Agents

Web 2.0

Speech Analytics

Integrated Analytics

Rev

enu

e B

enef

it R

ealiz

atio

n

Operating Efficiency Realization

Stage 1:Channel Fragmentation

Stage 2:Point-to Point

Integration

Stage 3:Rationalization &

Consolidation

Stage 4:Integrated Contact

Management

Sources: Diamond Analysis

Stage 5:Insight-Driven

Customer Experience

Insight-Driven Customer ExperienceInsight-Driven Customer Experience

22

Completion rate of 65%

Thelmma Project - interactive automated telephone-based voice-recognition dietary recall system

Reduced survey time from hours to 25 minutes

Agent bridged into an automated session

Assess situation Update information Direct IVR Initiate dialog Benefits

Improved completion rates Better utilization Increased satisfaction

Sources: Speech Technology Magazine; Diamond Analysis

23

Sources: Speech Analytics by Speech Technology Magazine, Sep 2007; Diamond Analysis

24

Root cause analysis & trend spotting…

Emotion detection & sentiment analysis…

Speech mining with meaning…

Sources: Speech Analytics by Speech Technology Magazine, Sep 2007; eTalk White Paper, Autonomy; ULTRA IntelliFind by Verint, July 2007; Diamond Analysis

25

Auto insurance example …

120 million calls/year Analyzed 10,000 calls 6% of calls due to

defective handset $30 million credit from

handset provider Increased customer

satisfaction

Wireless provider example …

Sources: Speech Analytics: The Fastest Growing App in Contact Centers, CallCenter Magazine; Verint solutions in Action, Verint; Diamond Analysis

26

Integrated analytics

IVR drop-off/transfer analysis

Call center agent analysis

Web and click-stream analysis

Sources: Webside Story Whitepapers; Clickfox Whitepapers; Verint Whitepapers; Diamond Analysis

27

Automated systems talking with each other…

(Audio Clip)

28

(Video Clip)

Humans turning into machines…

1

Show ROI

2

Integrat

e3

Measur

e

4

Promot

e